Viacom18, for the launch of their new English GEC channel Colors Infinity has rolled out a unique marketing campaign spread across over 20 cities in the country.
Apart from traditional outdoor and television advertising, it also includes a number of customer centric innovations to engage with viewers. For instance, a toll free number has been activated where viewers in trouble 'Better call Saul' for tongue-in-cheek legal solutions to life's problems from Saul Goodman, the protagonist of the multiple Emmy-nominated show by the same name.
It also included promoting Godrej Nature's Basket in My Kitchen Rules with interesting recipes, integrated store and home delivery branding and product hampers in 22 outlets. To further build brand visibility, the channel has planned a Colors Infinity Food Festival with unlimited offers at 22 premium establishments across India like Hard Rock Café, Shiro's, California Pizza Kitchen, The Big Kahuna among others. The channel has tied up with Gold's Gym to offer a ‘Flash’ fitness program (modeled on the DC Comics superhero).
Ferzad Palia, EVP and Head – English Entertainment, Viacom18 said, “The ethos of the campaign is built around the promise of redefining English entertainment in India and taking it towards a new horizon. All our communication as well as the much appreciated TVC stemmed from this idea. The announcement stage of the channel was led by the co-curators Karan Johar and Alia Bhatt who have played an integral part in selecting the line-up and the scheduling innovation.”
Palia further added, “The response for the channel as well as the marketing campaign has been very encouraging. All our social media assets that have the fastest response time have been abuzz with rave reviews and feedback. The four-day preview for Tata Sky subscribers, where viewers can sample one episode of each of our eight shows have also added to the conversations and intrigue around the channel. The response for the same has been completely overwhelming with people writing in about Colors Infinity already being their favorite channel.”
The network has also created an extensive outdoor campaign across more than 15 cities like Mumbai, Delhi, Gurgaon, Bangalore, Pune, Kolkata, Chennai, Hyderabad, Ahmedabad, Lucknow, Kanpur, Cochin, Trivandrum, Chandigarh and Vishakhapatnam, for the launch. Their objective has been to broaden the English viewing category and reach out to a much wider audience through inclusive campaigns that will give Colors Infinity maximum visibility and reach.
Regarding the agencies that worked on the launch campaign, Palia commented, “The on air campaigns and marketing alliances were visualised and executed by the internal team while the off-air campaign communication was curated by our creative agency Scarecrow. The entire team has delivered a mesmeric campaign that has brand resonance and recall.”
The channel will go on air from July 31.